The Lulun Project's social marketing strategy in a trial to introduce eggs during complementary feeding in Ecuador
The Lulun Project's social marketing strategy in a trial to introduce eggs during complementary feeding in Ecuador
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DOI：
10.1111/mcn.12700
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发表时间：
2018-10-01
影响因子：
3.4
通讯作者：
Iannotti, Lora L.
中科院分区：
文献类型：
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作者：
Andres Gallegos-Riofrio, Carlos;Waters, William F.;Iannotti, Lora L.
Lulun项目采用了一种社会营销策略，同时进行了一项基于食物的干预随机对照试验（RCT），将鸡蛋引入厄瓜多尔婴儿的补充喂养饮食中。该策略旨在通过自愿的亲社会行为、赋权和品牌忠诚度来促进行为改变，在这种情况下是鸡蛋消费。一个三阶段的社会营销战略（设计，活动和评估）有助于我们的成功RTC应用技术从营销，宣传，设计和通信。为了制定战略，我们进行了（a）市场调查，重点是基于文化的规范，价值观和当地期望;（B）基于社会营销的四个P（人，产品，地点和价格）的情况评估;（c）促进创造性的过程，以制定项目的品牌和沟通计划。该战略结合了一个沟通计划、品牌和活动，在四个运动中实施：外联、招聘、晋升和关闭。我们的评估表明，社会营销策略有助于促进RCT的目标，并应对不可预见的事件和社区对RCT的关注。这一战略的结果是遵守率高，自然减员率低，婴儿喂养政策发生了变化，包括厄瓜多尔公共卫生部关于在补充喂养中尽早引入鸡蛋的新的补充喂养指导方针。使用社会营销技术，就像我们的研究中的那些，可能是扩大这种基于食物的干预或其他类似的干预的关键。
The Lulun Project incorporated a social marketing strategy that accompanied a randomized controlled trial (RCT) of a food-based intervention that introduced eggs into the complementary feeding diet of Ecuadorian infants. This strategy was designed to promote behaviour change, in this case, egg consumption, through voluntary prosocial behaviour, empowerment, and brand loyalty. A three-phase social marketing strategy (design, campaigns, and evaluation) contributed to our successful RTC by applying techniques drawn from marketing, publicity, design, and communications. To develop the strategy, we conducted (a) market research focused on culturally based norms, values, and local expectations; (b) a situational assessment based on the four Ps of social marketing (people, product, place, and price); and (c) fostered a creative process to develop the project's brand and communication plan. The strategy combined a communication plan, brand, and activities that were implemented in four campaigns: outreach, recruitment, promotion, and closing. Our evaluation showed that the social marketing strategy was instrumental in promoting the RCT's objectives and responding to unforeseen events and community concerns regarding the RCT. The strategy resulted in high compliance, low attrition, and infant feeding policy change, including Ecuador's Ministry of Public Health new complementary feeding guidelines for introducing eggs early in complementary feeding. Use of social marketing techniques, like those in our study, could be key for scaling up this food-based interventionor others like itin Ecuador and beyond.